Istana opens up its fine-jewellery collections to online shoppers

The multi-brand jewellery retailer has launched an e-commerce site

Istana.com has launched with brands like Chantecler, Adler and Repossi available on its e-commerce venture

If you thought high-end jewellery splurges should be saved for in-store purchases only, you may be surprised to learn that designer jewellery brands are expanding to offer their items online. The latest is Istana, which debuted its e-commerce store in October, and offers products costing up to half a million dirhams online.

The website will give customers online access to the same collections across the 19 jewellery brands that are in the retailer's physical stores. It will stock women's, men's and children's lines, along as a selection of  online-only products exclusive to the website.

Pieces from Repossi, Chantecler, Adler and Icelink are currently available on the site, with more brands coming soon. Prices range from Dh400 ( for a thin bicycle-link bracelet by Icelink) to Dh590,305 (for a diamond-studded skeletal cuff by Repossi).

"Along with stores in Dubai, our local and international customers will now have 24-hour access to the best of our collections via their computers, smartphones, and tablets from anywhere," says Danny Mukhi, Istana's managing director.

Traditionally, buying fine jewellery involves closely inspecting a product and trying it on, before making a final decision, but the e-tail market is constantly evolving and as a result, consumers are adapting their shopping habits. Our advice? By all means opt for a digital payment transaction online, but perhaps go into the store to examine the jewellery and familiarise yourself with the brand, before making a costly commitment.

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